“Festivaleando” events: 6 examples of the top trend of the moment

IKEA Festival, the great phygital event 9 days 9 cities

For nine days and from nine cities in different countries, IKEA wanted to feed the creativity of people in their homes through digital and face-to-face micro-events in its stores around the world. The script of the events has been based on themes such as gaming, music and emotional well-being, and will feature renowned streamers such as Yuste, Nil Ojeda or Mayichi. A digital format that allows the event to be opened far beyond the chosen cities, so that from the web you can follow the activities carried out in other countries these days, such as the Köket fashion show, held in New York, the remodeling of a van from the hand of an Australian traveler or the interview with the Swedish national gaming team. The festival will conclude on September 10 in Paris, with a knitting expert sharing how her living space inspires her every day to make her creations.

NTT Data goes to a festival in 6 cities in Spain

The international consulting firm NTT DATA resumed the events in style by holding its own music festival, Summer Sound, in a roadshow format through 6 cities in Spain. Festival and roadshow? The two fashionable formats that now, for the first time (as far as we know) we see in B2E! An important declaration of intent in a multinational that 12 months earlier had clearly opted for teleworking and that now uses these events to strengthen the message of its new brand (they have gone from being Everis to NTT Data) and the union and motivation between your employees. What did the 10,000 attendees enjoy?

We’re going to a festival with Ouigo

Last week we traveled to Valencia (round trip on the same day) to enjoy VALMAD festival, an event organized by OUIGO to promote its new line between Madrid and Valencia. It all started at the Chamartín Station, where they were waiting for us with a banner that identified the company as the starting point to take us with the rest of the press. From there, we embarked on the adventure: arriving in Valencia in record time (1h 50 minutes), enjoying a concert and catering, and returning the same day (four hours later) to Madrid… Another example of an event-festival. As a prelude to this coming-out, the company held the VALMAD Festival yesterday in Valencia, a music festival that included artists from the indie scene such as Carolina Durante or Cariño and a DJ session by DJ Ardiya. An event that, alluding to the seats of an OUIGO train, was attended by more than 500 people from both Madrid and Valencia. And it is that the people of Madrid had the opportunity to discover the high speed of OUIGO on this inaugural journey to the festival that took place on La Rambleta in Valencia, on a return trip during the day.

Stylefest, a beauty-experiential tour with influencers and concerts

Brands need to reach their audience, and beauty products need to explain new products to their customers through experiences: test, see, touch… And if there are influencers who amplify knowledge through their online channels, much better. Under these characteristics, Stylefest by Parquesur was set up, a project carried out by 109 Events & Experiences by Newlink with the collaboration of Parquesur. An immersive experience where the news and trends in fashion and beauty of the brands that are part of the Shopping Center were presented, through different stands, concerts and workshops given by influencers and professionals.

Mahou Urban Food Festival’ returns to Madrid to fill with flavor

Mahou Urban Food Festival. The brand decided to say goodbye to last summer with its own festival of urban atmosphere for three days at the Railway Museum. The 8,700 people who attended the event not only enjoyed a program that included a proposal of artists from the urban scene on its main stage and DJ sessions, but also gastronomy was one of the strong points of the event. With street food stalls where they could pair the Mahou, attendees were able to taste everything from hamburgers, chicken wraps, woks, tacos, meat baos, hot dogs to enjoying an oyster-based seafood tapa. Each tapa was paired with a different type of Mahou to enhance the flavor of the dish and, so as not to be left wanting to try them all, during the festival, a Mahou Command encouraged people to participate and earn points that could be exchanged for drinks by participating in blind tastings, recycling containers or challenging themselves in the Mahou Challenge and show that they know everything about beer culture.

Coca-Cola Music Experience, the brand’s most brand experience festival

The ‘Coca-Cola Music Experience’ brought together more than 45,000 people who attended the Wizink Center and the 55,000m2 Valdebebas venue for two days, in total? 40 artists, 24 hours of music, 100 influencers, 80 accredited media outlets, 8 million interactions on social networks… these are some of the impressive data that left the event. After two days of music, fun and experiences, Coca-Cola Music Experience says goodbye until next year and it does so by fulfilling the promise with which it returned in this ninth edition: it returns bigger and more festival than ever. This declaration of intent has been reciprocated by the fans who, after eight years, have managed to break all attendance records in the history of the festival: up to 45,000 young people have enjoyed the CCME experience this year, joining the more than 120,000 people enjoyed the previous eight editions.